Since 2014, Walgreens and WE have partnered together to empower youth and communities in the U.S. and in Kenya. With this shared mission, WE and Walgreens in 2019 came together to launch a program geared toward educators to support them by providing them with free tools and resources.
The WE Teachers program also considered the many ways teachers go above and beyond, including spending an average of $500 of their own money to stock their classrooms with school supplies to ensure their students have the tools to succeed.
Together with back-to-school supplier partners, Walgreens committed to donating $5 million to the ME to WE Foundation to fund the development of the WE Teachers program, which took place from July 21 through Sept. 7. The new program, WE Teachers, was a first national education campaign for Walgreens.
Our primary objectives of the campaign were to:
WE Teachers free, online modules: Recognizing that teachers need resources to tackle the changing societal challenges their students face, Walgreens and the ME to WE Foundation created free resources to help educators address issues, such as youth violence, poverty, issues related to diversity and inclusion, bullying, and mental health and wellbeing. To inform the modules, Walgreens and the ME to WE Foundation collaborated with Mental Health America.
WE Teachers Award: Walgreens and the ME to WE Foundation encouraged consumers to nominate deserving educators who go above and beyond to receive a WE Teachers Award. Each recipient will receive a $500 Walgreens gift card to purchase classroom supplies (1,000+ awards are available in the 2019-20 school year).
An online hub: The hub can be accessed through weteachers.org and is a place for teachers to find educational resources, modules and connect and collaborate with each other.
A retail component: In shopping at Walgreens for back-to-school, customers supported Walgreens’ effort to support teachers through their purchases, including in their purchase of ME to WE products (developed by the WE organization). Consumers could also show their support for this initiative via the purchase of ME to WE Proud Supporter brands. At check-out, shoppers could also buy specially wrapped Hershey Give Education emoji chocolate bars.
Micro and macro-influencer campaigns: Fostering authenticity and encouraging personalization, Walgreens conducted an influencer campaign with diverse moms from around the country.
Partnership with Upworthy: Walgreens and Upworthy developed an original “Hero video,” social cutdowns and three original articles, highlighting a teacher’s experience to illustrate the critical role teachers play in students’ lives and in our communities. Results:
Track Your Impact: WE leveraged their Track Your Impact platform to provide a transparent look at how Walgreens was impacting teachers across America. Track Your Impact is a cause-based marketing platform that allows consumers to see how each Proud Supporter brand supported the WE Teachers campaign. The WE team published 15 content pieces on the platform, highlighting teachers and how WE Teachers will impact their classrooms.
National broadcast:WE Teachers was amplified through the 2019 WE Day broadcast that aired nationwide on ABC on August 9th and was promoted on WE’s social channels. The WE Teachers program was promoted through three vignettes during the broadcast.
To date, WE has been able to track the following results and engagement with the cause:
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